The FA enlists Beano Studios to get kids, and their parents, on the pitch

Beano for Brands launched in November as part of the publishers' studio and branded content arm / Beano

The Football Association (FA) has tapped Beano Studios' 'kid-first consultancy' to create and launch an interactive app to drive play and learning in football.

Marking the first big win for the Dennis the Menace publisher's Beano for Brands consultancy offering since it launched at the end of last year, the brief will see Beano work on the FA's new SuperKicks app which is aimed at five to 11-year-olds and their parents.

SuperKicks will be focused on 'fun, playing and learning both online and outside'. It will contain over 150 activity-based football and active challenges and a suite of additional content based on games and tasks to promote both an interest in the sport and an active lifestyle.

Beano for Brands – which launched in November as part of the publisher's studio and branded content arm – won a competitive pitch to provide a full range of bespoke kids’ insight, user-testing, white-labelled content creation and marketing materials for for the app's launch in February.

Georgina Lewis, head of marketing at The FA, said: “The Beano Studios combination of strategy, deep insight, content that kids love and an expertise and heritage of storytelling made them our perfect partners.”

The FA has already been working with media owners like Disney on similar projects, like its 'Dream Big Princess' initiative which aims to get young girls and their parents interested in the sport.

Beano for Brands said it's in discussion with a number of other "household names" to deliver insight and content-led projects later in the year. Its pitch is based on letting brands leverage the media company's insight into its 5 million-strong young audience to offer qualitative data insight and market research services.

Beano Studios has previously worked with the likes of Stella McCartney and Ted Baker on fashion tie-ups. On the content side, it recently teamed up with kids' mental health charity YoungMinds to produce myth-busting videos about topics like dealing with anxiety and starting secondary school.

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